Pola Komunikasi Visual Lembaga Pemerintah dalam Penanganan Pandemi Covid 19: Kajian Arketipe dan Kepribadian Merek
DOI:
https://doi.org/10.33633/andharupa.v9i02.7489Abstract
AbstrakPenelitian ini bertujuan untuk menganalisis kepribadian merek Kementerian Kesehatan Republik Indonesia (Kemenkes RI) melalui akun media sosial Instagram dengan menggunakan perspektif Semiotika Multimodal dan menghubungkannya dengan arketipe merek untuk menentukan level The Caregiver lembaga tersebut. Dalam penelitian ini, dilakukan pendekatan kualitatif dengan fokus pada analisis pola komunikasi Kemenkes RI terkait COVID-19 melalui media sosial Instagram. Teknik analisis data yang digunakan adalah semiotika multimodal dan pendekatan metafungsi. Temuan penelitian menunjukkan bahwa Kemenkes RI memiliki karakteristik The Caregiver level tiga: altruisme, yang menunjukkan kepedulian terhadap dunia yang lebih besar dan memprioritaskan kepentingan masyarakat Indonesia. Tema-tema seperti mengayomi dan melindungi muncul dalam analisis semiotika multimodal. Selain itu, Kemenkes RI juga menggunakan storytelling dengan pendekatan visual seperti komik untuk mengurangi ketakutan dan kebingungan pada masyarakat. Kata kunci: Arketipe Merek, Covid-19, Kemenkes, Keperibadian Merek, Pola Komunikasi, Semiotika Multimodal AbstractThis research aims to analyze the brand personality of the Ministry of Health of the Republic of Indonesia (Kemenkes RI) through its Instagram social media account using the Multimodal Semiotics perspective and linking it to the brand archetype to determine the level of The Caregiver of the institution. This qualitative research focuses on analyzing Kemenkes RI's communication patterns related to COVID-19 through Instagram social media. The data analysis technique used is multimodal semiotics and the metafunction approach. The findings show that Kemenkes RI exhibits The Caregiver level three characteristics: altruism, indicating concern for the larger world and prioritizing the interests of the Indonesian community. Themes such as nurturing and protecting emerge in multimodal semiotic analysis. Additionally, Kemenkes RI uses visual storytelling, such as comics, to reduce fear and confusion among the public. Keywords: Brand Archetype, Brand Personality, Communication Patterns, Covid-19, Kemenkes, Multimodal SemioticsReferences
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